The work was assigned to 180 without a pitch and is expected to run across all media.

180’s appointment is a blow to TBWA\London, which has previously handled the bulk of the pan-European above-the-line advertising for PlayStation. However, the agency said that it has kept its place on the PlayStation roster.

The move comes as the technology giant prepares a push for its new PlayStation Vita handheld games device.

180 joins PlayStation’s roster, which also includes Agency Republic, Adam & Eve, Grand Union and Iris Worldwide. Omnicom’s Drum was added to the roster in June to focus on UK content creation and partnership marketing.